Portuguese coffee market

In the academic study titled 'Social Trends and Prospects in the consumption of coffee in Portugal in 2021', prepared as part of a Masters in Consumer Behaviour in IPAM - The Marketing School, Tiago Oliveira, author of this research, presented very important conclusions.
For the elaboration of this thesis, the author had the participation and valuable input from a panel of experts in the field of coffee.
Considered one of the most traded and consumed on every continent, contributing decisively to the "process of globalization, as we know," the coffee in Portugal has not the ideal conditions to its cultivation and production, unless it happens one drastic change in the global climate."
If the "how coffee is consumed varies from culture to culture," we must recognize that the purpose of its consumption "are common in all societies where it is inserted." As often happens, the intake of coffee is associated with the need to recover energy, increase the states for surveillance, alert and continuous enthusiasm.
How had the opportunity to explain, Tiago Oliveira said that "In this dissertation, through qualitative analysis performed, are reported interesting results that will allow the Portuguese market coffee predict what standards to which the consumer Portuguese coffee will meet within ten years (2021).”
Based on a methodology based preferably on the collection and linking of opinions, was selected a panel of 28 experts in the coffee value chain and consumer behaviour, coming from the academic spheres, private and public.
"Whether at home or on the street, the coffee remains a highly requested by the Portuguese consumer...", says Tiago Oliveira.
This study allows, above all, knowing the Portuguese coffee Consumer Profile FAH and FAFH in 2021. Applied to the Portuguese consumer FAH and FAFH are two terms which designate, respectively, consumers 'food at home' and 'Food Away from Home'.
Regarding the key findings, the study clarifies that, within ten years (2021), "the Portuguese coffee consumer will not exceed 8kg annually and may double its current use." Continues: "batch will prefer a slightly acidic features, neutral taste, with some body and aftertaste, which in turn prevents the blend consisting of 100% arabica coffee."
According to the expert panel respondents, the trend indicates a significant increase in Arabica, instead Robusta, which has the particularity to be more full-bodied, strong and acid.
Also addressing the issue of the Portuguese political and economic, the research concludes that the "quality of batches tends to improve," although the Portuguese economic situation is likely to extend.
The dissertation presents many other interesting conclusions. Increasing "share of certified coffees (Rainforest Alliance, UZT, ISO 14001, Fair Trade) consumed by the consumer Portuguese will be a very likely scenario, may your market share reach 40% of all coffee consumed in the country".
Regarding the price of a cup of coffee, the study notes that most experts estimate that it may be "more expensive between 26% and 34% in ten years." However, three experts believe that points on a slope greater than 53%.
Reasons suggested for this possibility, it includes the fact that the "price of a cup in Portugal is among the lowest in Europe," along with the "speculative pressure on raw materials." As a solution to counter this latter situation, it is suggested that "direct selling product to roasters."
In terms of market segmentation, the "current division of the percentage of consumers who prefer to drink coffee at home is 20% against 80% who do it out", rather than what happens in other European countries, where "70 % of coffee is consumed at home and the remaining 30% off."
For the panel, the domestic consumption will, within ten years, have an increase of only 20%, soared to 40% the percentage of coffee that will be taken at home.
Among the reasons to continue the strong prevalence of consumption away from home, regardless of a "staggered rise of raw materials", is aimed at "our Latin culture", and said the "Portuguese consumer need to socialize." Meanwhile, "factors such as stress at work, along with a lifestyle more active "will determine an increase of coffee consumption FAFH. In turn, with "more time spent with family, coffee consumption may increase FAH".
Regarding the increased consumption of beverages derived from coffee, some experts point to the "failure of this segment," stressing, however, that "the growth potential of this segment is to affect young people," the public with a clear propensity to consume such beverages.
Another of findings suggests that "if the communication of this type of product is well directed, this market segment can be targeted for potential growth, increasing the current 80% of Portuguese coffee drinkers to values close to 90%."
Even for the analysis of FAFH consumption, the panel recommends a bet by the Portuguese market "investment in segments Vending and Restoration." The study still leaves the alert for possible "appearance of more than one brand of coffee in the same commercial space" , similar to what occurs with the brewer industry.
Reporting to the FAH consumption, it also follows that the sector actors "should channel their investments in espresso machines and special (derived from coffee and cappuccino mixes like, etc.).
In demographic analysis, it is emphasized that the "consumer will start its take, as today, between fifteen and seventeen. Females, in turn, tend to equate drinking coffee against the opposite sex" possibility that this is due mainly to the "increasingly active role of women in society."
Another conclusion, points to the possibility that the transaction coffee dethrone oil. Consider this: "The growing concern for the environment and the sustainable use of resources locomotors make the most of the panel consider the coffee, which occupies currently the second most in the list of goods traded worldwide, supplanting the oil. "However, it is assumed that the period of ten years may not be enough for this phenomenon to occur.
Source: Hostel Vending Portugal